Marketing Mix Factors Influencing Volunteer Tourism of Thai Senior Tourists. ปัจจัยส่วนประสมทางการตลาดที่มีอิทธิพลต่อการท่องเที่ยวเชิงอาสาสมัครของนักท่องเที่ยวสูงอายุไทย

Abstract

The purposes of this study were 1) to study the needs to utilize the knowledge and experience of senior tourists in volunteer tourism. 2) Analyze the volunteer tourism marketing mix consistent with the importance of elderly tourists. This research data collection employs the survey method by 400 senior tourists. The research analysis applies the descriptive statistics method to discover frequency rate, percentage rate, average rate, standard deviation.

The results revealed that 1) senior tourists choose to use knowledge and experience to utilize the nutrition the most at 19.3 percent. Regarding reasoning, they found that they were still useful and able to help others 39.5%. They would like to be lecturer 37.5 percent. Format of knowledge dissemination selected as speakers to transfer knowledge 37.5 percent, in the category of activities, choose tourism in the community representing 24.5 percent. Not serious illness 36.8 percent, in the appropriate period, choose 2-4 days the most 51.5 percent. 2) Elderly tourists attach importance to the high level with an average of 3.72 in the volunteer tourism marketing mix, when considering each aspect found a very important level is people factor by an average score of 3.95. Followed by physical evidence, price, process, and product had an average score of 3.86, 3.74, 3.64, and 3.59, respectively. The least important aspect is place and promotion both average 3.56.